JJ Valaya, RTW designer, collaborates with a luxury carpet brand

JJ Valaya, the founder of House of Valaya is a fashion designer and designer from New Delhi. Known for his luxury bridal wear and RTW for men and women, the designer has now collaborated with luxury Indian carpet brand, Obeetee Carpets.

Together, the two renowned brands have launched a range of ultra-luxury rugs in the “Kapurthala – du Cachemire à Marseille” collection.

The collection was inspired by the rich history of Kapurthala which presents, through its architecture, a beautiful blend of French and Indo-Saracenic elements.

Valaya was honored with fifth designer status in Obeetee’s “Proud to be Indian” collection. Previous editions also had the industry’s top designers on board.

This enabled Valaya to give an ode to the land of his ancestors, Kapurthala, which was a princely state during colonial times ruled by the Ahluwalia dynasty and is now a district of Punjab.

The collection stays true to the DNA and design spirit of the Valaya brand and features intricately designed paisley patterns.

Valaya worked closely with the Obeetee design team and conceptualized a unique collection but at the same time speaks the inert JJ Valaya language.

Truly, a nice transition from the iconic Valaya jamawars to home decor.

“Traditionally, the jamawar has held a special place in my own philosophy and DNA since I started working with the brand. We have over 30 years in the business and we have a certain kind of DNA, a certain type of palette and patterns and all of this will now be seen on the floor on the rugs.

The range includes 14 luxury silk rugs inspired by Jamawar shawls but truly unique in their conceptual design. Priced between INR 2.5 lakh to 8.4 lakh, the rugs are steeped in the design aesthetic of Kashmir in Marseille, France.

Valaya called this transition from fashion to home decor a “natural progression” previously achieved by most luxury apparel brands like Ralph Lauren, Versace and Fendi, to name a few.

Obeetee CEO Angelique Dhama also said that the new collection aims to take their customers on an unforgettable journey.

The heritage of Obeetee rugs

Obeetee Carpets was founded in 1920 and is one of the oldest companies manufacturing hand woven rugs today. The brand is owned by Luxmi Tea House, founder of Makaibari tea, and has over 25,000 skilled artisans.

The luxury carpet exporter has many luxury hotels among its customers and has exhibited its products even in the Rashtrapati Bhawan. They recently launched a store in Delhi and plan to expand ten more in the space of 3 years.

With around 4000 wool shades in its bank, the brand has also collaborated with Shantanu & Nikhil, Abraham & Thakore, Raghavendra Rathore and Tarun Tahiliani.

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